Be More Human: a winning social media marketing strategy for Professional Services and B2B firms

When it comes to social media marketing, professional services and B2B companies face unique challenges. Unlike consumer-focused businesses, they often lack flashy products or easily demonstrable benefits, making it difficult to capture attention through platforms designed for more visual and immediate content. 

But there’s a powerful approach B2B firms can take: focusing on human connection.

Why traditional approaches fail

Many B2B businesses approach social media with the mindset that they're selling to other businesses, leading to bland and impersonal content. But, as with any business, at the other end of the transaction is a person. To succeed with social media marketing, businesses need to shift their thinking to building relationships with individuals within those organisations. 

How to ‘be more human’ with your social media marketing 

1. Understand your audience

Rather than focusing solely on the business entity, think about the individual decision-makers within that business, with whom you want to build a relationship. What are their conscious and subconscious wants and needs, pain points, passions, and interests – both in AND out of work? By addressing these things and showing empathy and understanding, you can create highly relevant content that resonates on a personal level. Just be sure to use the kind of conversational tone that you would in a real-life situation (I find it helps to imagine you’re in the pub with them). 

A deep-dive exploration of your ideal client is a critical step in building your social media marketing strategy. In my Social Strategy Builder programme I provide the know-how, exercises, templates, tips and examples to enable you to tease out the most relevant insights and craft powerful pen portraits for an intelligent and purposeful strategy.

2. Tell stories

Plato famously said, “Those who tell the stories rule the world”. It’s as true now as it was in the 5th century BCE. Why? Because people identify with and connect with stories on an emotional level. What’s more, they remember them; stories often simplify complex information, and humans are wired to remember stories better than facts or data. So why not try using storytelling in some of these ways next time you’re writing a social media post: 

• Explain your firm’s origin story 

• Describe your firm’s mission or purpose

• Bring to life a client testimonial or case study 

• Describe what your product or service does and how it benefits the user

• Talk about how your employees live the firm’s values in real life 

For extra impact, incorporate images of faces and refer to emotions in your stories.  

3. Get the team involved

One of the most effective ways to build trust amongst prospective buyers is by featuring your employees in your social media posts. Sprout Social recently asked over 1,600 consumers who they wanted to see reflected more in brands’ social content. Their top answer: frontline employees. So highlight their successes, feature their charitable work, highlight their point of view or share their personal stories. This not only strengthens your employer brand but also fosters credibility with potential clients by giving them a glimpse of the people behind the company. It also increases the reach of the company message into the networks of your employees. 

If you want to go one step further and get the team upskilled and involved in posting marketing content themselves, then chat to me about conducting a workshop (in person or remote) titled, “Build Your Professional Reputation by Mastering LinkedIn”. 

4. Get your execs involved

LinkedIn research shows that 56% of professionals say a business executive’s presence on social media positively influences their purchase decision​ and 66% say they would be more likely to recommend a company or brand if they followed a company executive on social media. So encourage your leadership team to share their expertise, company updates, industry insights, promote the company values or address common concerns directly on social media. It increases transparency and builds credibility, especially for potential clients and talent. Additionally, executive participation broadens the reach of your company page posts, helping your content get in front of a high-quality audience. 

If you face a reluctant crowd, then it can be reassuring to brief them on the wider social media marketing strategy so they can see how exactly they play a part. Once they understand the business and marketing goals, target audience, content strategy and KPIs, they’ll be much more enthusiastic about doing their bit.

5. Don’t be afraid to show some emotion

Don’t shy away from using emotion, vulnerability, or even humour in your posts. Just make sure they are genuine, relevant to your target audience, and align with your brand and tone of voice. Authenticity is key to fostering real connections and standing out in a crowded marketplace.

6. Create purpose-driven content

Today’s buyers are more interested in working with companies that share their values. Share your company's mission and demonstrate how your business makes a difference in the world beyond profits. This will naturally attract like-minded buyers who connect with you on a deeper level. 

7. Don’t forget the conversations

Social media is, after all, about being social. Don’t just post—engage! Use direct messages to have meaningful one-on-one conversations, comment on relevant posts, and host live events. These interactions make your company and its people more approachable and visible to a wider audience.

The power of human connection in B2B marketing

In a space where trust and long-term relationships are essential, humanising your social media strategy is the key to standing out. Focus on connecting with the individuals behind the businesses, and watch your social media efforts make a lasting impact. By adopting these tactics, professional services and B2B firms can successfully navigate the complexities of social media and build stronger, more personal connections with their audience.

Need more guidance? From defining your brand to holding you accountable, Social Strategy Builder can support you through every step in building a unique social media marketing strategy for your business. Book a free discovery call to find out more.